I. Executive Summary
The Grab
The American wine bar will never be the same again. Tastes enters the wine bar/restaurant space as a
hybrid to attack the growing casual small-plate dining and wine drinking segments. Much as Starbucks
helped a generation of regular coffee drinkers graduate from a “large coffee, extra-light” to a “Grande
Mocha Latte”, Tastes will help wine drinkers graduate from a “glass of red” to a glass of Oregon Pinot.
The Problem
While wine and cheese are common European staples, American consumers perceive them as special
event fare, i.e., cocktail party items. Most Americans have a preference for red or white wine and also
know the difference between chardonnay and merlot and what brie cheese is. But even accomplished
wine drinkers do not always make ideal pairings of the cheeses that really go with their favorite wines.
The Solution
Tastes creates a wine bar where the menu does the paring for you. The customer does not have to have
a vast memory of vineyard and varietals. Tastes will provide the customer with everything they need to
navigate a menu and arrive at a successful pairing in a non-intimidating environment, where the
customer may learn and develop a taste for more.
The Opportunity
Merrill Lynch in its Wine Market’s Councils 2005 report states: “The two million case level was
surpassed in 2000, and growth has continued through 2004, with an all time record 243 million cases of
table wine consumed in the US and adult per capita consumption at a new record of 2.77 gallons.” In
the same report, Merrill Research concludes that, “demand for table wine in the US is today surging
more strongly than any time since the late 1970’s and immediate prospects for continued growth are
favorable.” The Adams Beverage Group reports, “French per capita consumption for 2003 at 12.8
gallons.” Tastes predicts that the American consumer thus has plenty of room to grow into the ranks of
the French consumer.
The Competition
Currently, the local scene has no coherent wine bar presence. With the exception of Vines Wine Bar,
competition is limited to a few true wine bars and many full service restaurants. There are no national
wine bars at this point either. There are at least two franchise wine bars with significant flaws, limited
to the southeastern United States.